Facial Masks - China - April 2017

Brand loyalty in the facial mask category is not strong. What’s more concerning is that such brand switching is not driven by dissatisfaction with the current brand or promotional activities, but rather the consumer desire to try out different new products, indicating the importance of innovative products rather than marketing activities

Table of Content

OVERVIEW
What you need to know
Covered in this Report
Facial masks included in this Report:
Excluded in this Report:
Subgroup definitions:

EXECUTIVE SUMMARY
The market
A fast growing market with momentums for continuous growth
Figure 1: Best- and worst-case forecast of total value sales of facial mask market, China 2011-21
Companies and brands
Figure 2: Market share of top five facial mask brands, China, 2015-16
The consumer
Morning is a potential occasion to expand into
Figure 3: Product usage at different time period, January 2017
Silk masks are still perceived to be the best, even better than tencel masks
Figure 4: Perception of different types of mask, January 2017
Hydration is essential but opportunities exist for anti-aging among 30-plus
Figure 5: Function of masks used in the last six months, January 2017
Thick and creamy texture is difficult to win in China
Figure 6: Texture preference, by age, January 2017
Opportunities exist for premium facial masks
Figure 7: Behaviour and attitude towards facial masks, January 2017
Pressure for brands from low brand loyalty
Figure 8: Reasons for trying new brands, January 2017
What we think

THE MARKET – WHAT YOU NEED TO KNOW
A winning sector in BPC
Opportunities are unfolding as the market develops to the next stage

MARKET SIZE AND FORECAST
A high growth market in the past five years
Figure 11: total value sales of facial mask market, China 2012-16
Future growth will come from diversification instead of increasing penetration
Figure 12: Best- and worst-case forecast of total value sales of facial mask market, China 2011-21

THE CONSUMER – WHAT YOU NEED TO KNOW
Opportunities to grow morning usage
Tencel masks have not gained wide recognition
Younger consumers seek cleaning and oil balancing while anti-aging is appealing to those aged 30+
No surprise to see preference skew to light and thin texture
WeChat channel (Weidian) rises in influence
Curiosity is key driver of brand switching

PRODUCT USAGE
Sleeping masks and rinse-off masks are catching up
Figure 36: Indexed penetration of the top three facial masks used in the last six months, 2017 vs 2016
Potential to grow morning usage
Figure 37: Product usage at different time period, January 2017
Figure 38: Example of morning facial mask, Japan, 2017
Younger consumers are pioneers of each type
Figure 39: Product usage in the last six months, by age, January 2017
High earners seek niche types…
Figure 40: Product usage in the last six months, by monthly personal income, January 2017
…but different stories for each occasion
Figure 41: Product usage in the morning and evening, by monthly personal income, January 2017

PERCEPTION OF MASKS
Tencel masks have the lowest awareness
Figure 42: Percentage of consumers who don’t know this type of mask, January 2017
Silk masks still enjoy the best perception while tencel masks need better storytelling
Figure 43: Perception of different types of mask, January 2017

FUNCTION OF MASKS USED
Hydration is the basic need
Figure 44: Function of masks used in the last six months, January 2017
Attention to anti-aging rises among 30-plus
Figure 45: Function of masks used in the last six months, by age, January 2017
Younger consumers still very driven by cleaning and oil balancing benefits
Figure 46: Function of masks used in the last six months, by age, January 2017
Advanced benefits to appeal to high earners
Figure 47: Gap between the function of masks used in the last six months, by monthly personal income, January 2017

USAGE HABIT
Light and thin texture gains in popularity
Figure 48: Texture preference, by age, January 2017
Light and thin texture has scope to charge a premium
Figure 49: Key driver analysis of preference on light and thin texture, January 2017
Younger consumers skew to foreign brands while consumers in their 40s do not exhibit clear preferences
Figure 50: Brand preference, by age, January 2017
Local brands are becoming more appealing than before
Figure 51: Brand preference, 2017 vs 2015
More high earners replace essence with facial masks
Figure 52: Usage habit, by monthly personal income, January 2017

PURCHASE BEHAVIOUR AND ATTITUDE
Over half of consumers have purchased a sheet mask priced RMB 30+
Figure 53: Behaviour and attitude, January 2017
Income, instead of product image, is major factor for buying premium facial masks
Figure 54: Behaviour and attitude, by age and monthly personal income, January 2017
Basic needs still worth paying more for
Figure 55: CHAID analysis on premium facial masks buyers, January 2017
First-aid believers are more eager to see refined pore, brightening and whitening results
Figure 56: Gap between function of masks used, by consumers who think facial masks are the best first-aid skincare product and not, January 2017
Weidian appeals to high earners, not just younger consumers aged 20-29
Figure 57: Have purchased facial masks via WeChat in the last six months, by age and monthly personal income, January 2017
DIY facial masks attract high earners at a younger age
Figure 58: Interest in DIY facial masks, by age and monthly personal income, January 2017

REASONS FOR TRYING NEW BRANDS
Wanting to try something new is the biggest motivator
Figure 59: Reasons for trying new brands, January 2017
Younger consumers are more easily persuaded by others
Figure 60: Reasons for trying new brands, by age, January 2017
High earners are more driven by product and advertising while low earners are motivated by promotion
Figure 61: Reasons for trying new brands, by monthly personal income, January 2017

MEET THE MINTROPOLITANS
Mintropolitans have quite different product usage from others
Figure 62: Product usage in the last six months, by consumer segmentation, January 2017
MinTs show more needs on anti-aging related benefits
Figure 63: Function of used masks in the last six months, by consumer segmentation, January 2017
Stronger preference for foreign brands and light and thin texture
Figure 64: Brand and texture preference, by consumer segmentation, January 2017